We realize that mega-brands rushing to be LGBT-inclusive is part of a savvy marketing strategy aimed at millennials, but we still appreciate representation when we see it – not to mention sassy rebuttals to homophobic people threatening to boycott them.

Over Valentine’s Day weekend, Adidas posted this picture on their Instagram account – two pairs of legs in matching women’s running shoes, one of them reaching up on tiptoe for a hug or a kiss. Quoting the Beatles, the caption reads: “The love you take is equal to the love you make.”

Most of the over 136,000 comments are super positive, but a predictable portion of them are ranting homophobic crap and threatening to take their business to Nike or some other athletic apparel company.

But rather than take the post down or even ignore the trolls, Adidas actually responded with playful emojis and messages like “This day is for LOVE. Happy Valentine’s Day.”